Asda’s efforts to improve its competitiveness appear to be paying off, with it coming out top in the Which? price survey for the third month in a row.
In various comparisons throughout last year, Asda was off the pace, contributing to the slide in its market share. However, the launch of its Rollback campaign in January has helped it regain its spot as the cheapest supermarket among the traditional multiples. It recently announced another round of price cuts as part of a move to shift its entire offering to a new low ‘Asda Price’ by the end of 2026, with the aim to be 5% to 10% cheaper than its rivals.
In the latest Which? price comparison for March, covering 203 grocery items, Asda was the cheapest, with the total cost averaging £498. Tesco, with Clubcard deals, was the second cheapest at £503.03.
| Supermarket | Average price for 203 items |
| Asda | £498.00 |
| Tesco with Clubcard | £503.03 |
| Sainsbury’s with Nectar | £515.79 |
| Morrisons with More | £522.27 |
| Morrisons | £534.80 |
| Tesco | £540.63 |
| Ocado | £553.46 |
| Sainsbury’s | £559.66 |
| Waitrose | £573.15 |
Source: Which?
Aldi and Lidl are not included in the above price comparison as it covers a wider selection of branded items that are unavailable at the discounters.
A more limited survey by Which?, covering 79 everyday items, shows Aldi was the cheapest supermarket in March, charging £133.73, closely followed by Lidl on £134.40.
| Supermarket | Average price for 79 items |
| Aldi | £133.73 |
| Lidl with Lidl Plus | £134.40 |
| Lidl | £134.43 |
| Tesco with Clubcard | £146.79 |
| Asda | £147.09 |
| Tesco | £149.83 |
| Sainsbury’s with Nectar | £150.46 |
| Morrisons with More | £155.47 |
| Morrisons | £156.86 |
| Sainsbury’s | £159.24 |
| Ocado | £167.20 |
| Waitrose | £176.41 |
Source: Which?
Reena Sewraz, Retail Editor at Which?, said: “Shoppers are still feeling the effects of food inflation, and with prices forecast to rise again, people are likely looking to cut costs where they can.”
She noted that its analysis showed consumers could pay 24% less by switching supermarkets, “highlighting the advantages of shopping around where possible”.
NAM Implications:
- This bit of the plan is working, thankfully…
- And is newsworthy.
- Also, given that Aldi and Lidl are not included in the key Which? price comparison (mostly brands)…
- …the ‘cheapest’ message should reach mults’ main audience.
- Fingers crossed…
